Your image is everything in the world of business. Consumers who see your company’s logo or hear your name should instantly recognize who you are and what you offer. A “brand” is so much more than just a name or logo, though—it’s the emotion that’s conjured in the minds of customers.
Maybe that’s the can-do optimism inspired by Nike’s “Just do it” slogan, or the warming sensation of a pumpkin spice latte from Starbucks on a dreary day. The point being, the best and most iconic brands make you feel some type of way and that’s how they become so successful.
But you don’t get there overnight! You need to first establish your brand and gain wide-spread recognition before you can live on immortalized in the memory bank of collective consciousness.
Here are a few suggestions on how you can start achieving recognition to launch your brand into the nationwide marketplace.
1- Make it Stick
Before you invest money on branding, set yourself up for success by creating a memorable logo. It should be clean, crisp, and easy to identify with. Logos are great because, unlike a company name, you have the ability to change it to the palette of your audience.
That said, once you settle on a design to represent your company, you should do your best to stick to it. Consumers will have a harder time keeping up with “who” you are if your image is constantly shifting.
Hire a graphic designer to rework your initial conception, and when it comes time to add new imagery, simply build upon the logo as is. Don’t change the color, don’t change the font. Give your audience something to connect with and hang on to.
Bonus Points: If you really want to stand out in the memory of your customers, try to come up with a slogan that’s catchy or impactful in some other way. For example, you can sign off by saying something along the lines of “That’s what makes us different”, citing a different example about how your company is innovating the business frontier which each ad campaign. Your slogan will be even more effective if you can make it rhyme!
2- Increase Impressions
Now that your brand’s logo is solidified, it’s time to emblazon it anywhere and everywhere. Doing so is one of the best ways to maximize the amount of impressions you receive, or how many times people see your logo within a given day.
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Order some company swag to get the buzz going around town. You can go the standard apparel route, or shake things up with branded drinkware or office supplies. The more often people see you and your crew repping the company, they’ll wonder what the hype is all about.
For that reason, it’s a good idea to get involved with the community, especially if you’re a locally-based brick and mortar retailer. Sponsor a youth soccer team, volunteer at a beach cleanup, buy a booth at the next farmer’s market—your opportunities are endless! You can also get your brand name out there by buying billboards, ads on busses and benches, or even a vinyl car wrap for your company vehicle.
3- Tap into Digital Channels
No matter what industry you operate in, you more than likely have an audience of online users who use the internet every day to search for information or scroll through social media. If you don’t capitalize on this opportunity for traffic, you could be making a grave mistake.
There are so many ways you can get more leads from consumers who are already interested in what you’re offering. Make sure to claim your business on Google, provide your hours of operation, and list a phone number you can be contacted at.
That way, when someone searches a local business need such as “Shoe repair near me”, you’ll have the chance at appearing at the top of the results page. The greater your visibility, the better, so try to optimize your website by filling it with relevant keywords so Google knows what your company is about.
To attract younger consumers, you might consider expanding your social media presence and using influencers to promote your brand on Instagram or Facebook.
Set your sights high and spread your reach far—before you know it, your brand can get up there with the best of them.